This is a great question and one that is worth taking a closer look at so that you can decide what's best for you. It comes up frequently when discussing matters of web presence development with clients or prospects and while the 5 simple suggestions offered here will give you a starting point, realize that each has many complex associated factors. It is generally agreed that there is no single solution, no 'silver bullet' but rather a combination of actions that will help you achieve the desired lift you seek, so...think it through!
Five Suggestions:
1- If you haven't already you need to evaluate your current position. In the online world there are many tools that can help you in this regard, and many are available at no cost, but there is a time commitment and you'll need at least a little understanding. This link will get you all the tools that you'll need if you're interested in a DIY approach: www.seocompany.ca/tool/seo-tools.html Think about what is working presently, what isn't, and what you'd like to achieve...if you can think it, it can probably be done!
2- Understand your audience. This is often overlooked because assumptions are made that may or may not be valid. Canvass your existing clients and prospects...who are they and what were they looking for that initially caught their attention?
3- Know your strengths and work with them. Seems obvious enough and yet often companies fail to recognize what these truly are with online media. Trying to improve on areas that aren't generating results will at best lead to below average returns whereas developing your areas of strength will boost further the positive results. www.sitemeter.com offers a free tool that will at the very least give you ideas as to what's going on with your website.
4- Make certain you are working with an overall development strategy...once again plan! Failing to plan is a plan for failure...
5- Once you've established your overall strategy recognize it's not an event but a process that will require time and resources. These are often in short supply, but are essential elements to the creation of as many 'doors' as possible to your audience which is what establishing and expanding your online presence will accomplish and, when properly executed, will provide you with the best ROI of any of your business development initiatives.
As mentioned, these are only five suggestions and each has many associated factors. If you have the resources internally go for it! If not, you'll need to outsource. As a final observation I offer this, there is no doubt that the internet offers business the most extraordinary opportunity for expansion. Your prospective customers are looking for you there...can they find you? If not, how much is that costing your business?
We're at the edge of the future!
Andy Xhignesse
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